Have you ever sat in front of a grocery store freezer for an uncomfortable amount of time, trying to decide which flavor of ice cream to buy? This scenario happens because of the “Choice Effect.”

Ice-cream aisle

The choice effect is the theory that a wider selection of options or choices makes decisions more difficult.

In 2000, Doctors Sheena Lyengar and Mark Leeper sought to prove this theory by setting up a tasting booth in an upscale grocery store with six types of jam to sample. On some days they would set out as many as twenty-four jams. The result? More people bought the jam when there were fewer options. The more choices people had, the harder it was to make a decision.

Ad agencies are always looking for ways to show their clients value through engagement and brand affinity.

Through the power of augmented reality technology, agencies can now offer new tools to help clients engage and simplify the myriad of choices consumers face every day.

AR demos can show objects being inserted into the view of a cell phone’s camera. Therefore, one misconception of AR is that it’s all about adding to your environment, as opposed to filtering it. But AR goes much further than that.

Imagine the same stroll in the grocery store, but you’re now interested in buying natural ice cream that is non-GMO. Is there such a thing? I don’t know, but roll with me here. You pull your phone out, launch an AR app and point your camera at the ice cream aisle. Only the ice cream brands that fit these dietary requirements show in the view.

If you are a healthier eater, imagine walking down an aisle and seeing only sugar free foods or items that work in a paleo diet. That could narrow down options to only show what really are interests you. Therefore simplify your buying experience.

You now own that ever-coveted shelf space. From an agency perspective, what better way to show value to your clients than to demonstrate how AR can engage in such a powerful way?

If an advertising agency has a consumer-facing brand that wants to create a bridge from the brick and mortar experience to a digital one. Then look no further than augmented reality.

AR technology allows brands to create virtual tours of products. Watch retailer Jura created an augmented reality app[2] that allows customers to virtually try on various watches and compare how they look. This type of personalized buying experience again simplifies the digital buying process that today often requires endless scrolls of many different options.

AR in action

Lastly, AR can open up the possibility to introduce 3D advertisements to show in front of and all round consumers. An advertisement can now occur in a customer’s peripheral vision. Will these types of advert one day be as common as television commercials? Perhaps, but right now they have the advantage of having cache and are hyper targeted. Consumers will engage in entirely new ways.

Agencies are always looking for new ideas to get clients excited. To make them feel like you’re thinking about their success all the time. Show them how AR experiences can simplify the buying choice for customers. After all, that is a flavor of ice cream we can all agree we love.

If you’re interested in having a conversation about how Laduma can work with your agency to create AR experiences for your clients, please don’t hesitate to reach me at mike.santiago@laduma.co.uk

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